The "Ladder of Engagement" framework
When and what communication channel to use for maximum effectivity
🤔 What is it?
As discussed, spending your time effectively is crucial.
To achieve this, you must understand when to use each communication medium—instant messaging, email, Loom (or other video tools), phone calls, and meetings.
I won’t delve into specifics about instant messaging apps like Slack, as I view them more as professional social media rather than scalable tools.
However, they are relevant for external collaborations and should be managed as carefully as emails in the engagement ladder.
Too many companies lack a strategy for using different communication mediums effectively. One moment, they’re presenting a PDF in a meeting; the next, they’re writing a lengthy email that could have been handled more efficiently through a phone call.
This lack of strategy leads to inefficiencies
I’ve observed employees spending over 75% of their time in meetings that could have been emails or phone calls and engaging in lengthy email chains that could have been resolved in minutes over the phone.
These are real issues I’ve seen in my experience helping over 100 companies avoid similar mistakes.
Understanding when to use each medium is crucial. I’ve seen companies save over 40% of their communication time by implementing a structured approach.
This saved time can then be invested in innovation and growth or, if desired, used to streamline the organization by reducing roles focused solely on information sharing.
Complexity score (and why)
Score: 8/10
Implementing an effective communication strategy can be complex. It requires thorough guidance and a good understanding of current communication flows.
One key aspect is considering the impact on external partners.
For instance, if external partners value in-person meetings, switching entirely to emails or phone calls might not be advisable. Tailoring the approach to each scenario is essential. However, by addressing this issue, you can almost certainly save 10-20% of your communication time.
How to implement
To implement this strategy effectively, follow this framework that I call “The ladder of engagement”
👇 Email (including Slack for external communication if necessary)
👇 Loom (or other video software)
👇 Phone Call
👇 Online Meeting
👇 In-Person Meeting
Instruction
For example, instead of scheduling a 45-minute meeting to present a quarterly report, prepare a Loom video and follow up with any questions via email or a quick phone call.
If Loom isn’t sufficient, opt for a phone call, and schedule it efficiently. If a phone call doesn’t resolve the issue, then arrange a meeting, either online or in person, depending on the context.
For sales organizations, the strategy might differ. You may want to prioritize securing meetings, as converting prospects through email alone can be challenging.
The most common issue is that people go straight to a meeting when the matter could have been resolved much faster and easier.
This structured approach ensures that communication is handled efficiently, freeing up time for more strategic activities and improving overall productivity.
Want a detailed instruction on how to implement it? Read the full implementation guide in the Effectivity Playbook.
Want my input?
I’ve helped 100+ businesses implement my tools and become more effective. Reach out to me on LinkedIn or get your free introduction call via my website www.casperbrix.com.
I would love to help you get the right things done - by doing less.
Talk to you soon 👋
Casper
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The Effectivity Playbook: My toolbox with the 20 most popular effectivity tools (incl. implementation guides)
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